E-Book Overview
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion.Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries.Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff. One of the only specialist Tourism/Leisure advertising texts on the marketUse of International case studies drawn from the 1999 International Festival of Leisure and Tourism Advertising to highlight good and bad practiceAccessible - ideal for practitioners
E-Book Content
Advertising in Tourism and Leisure
Advertising in Tourism and Leisure
Nigel Morgan and Annette Pritchard
OXFORD
AUCKLAND
BOSTON
JOHANNESBURG
MELBOURNE
NEW DELHI
Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 225 Wildwood Avenue, Woburn, MA 01801-2041 A division of Reed Educational and Professional Publishing Ltd A member of the Reed Elsevier plc group First published 2000 Paperback edition 2001 © Nigel Morgan and Annette Pritchard 2000, 2001 All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1P 9HE. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publishers
British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0 7506 5432 5 For information on all Butterworth-Heinemann publications visit our website at www.bh.com
Composition by Genesis Typesetting, Rochester, Kent Printed and bound in Great Britain
Contents ......................................................... Acknowledgements ....................................... Figures ........................................................... Plates .............................................................. Tables ............................................................. Abbreviations ................................................ Colour plates ................................................. Part One Advertising Creation ..................... 1 Understanding tourism and leisure advertising ............................................................ Introduction ...................................................................... Marketing and promotion in tourism and leisure .............. Advertising and tourism and leisure promotion ................ Advert